RFCD 2011: América María Walteros López: Tumbaga Initiative - Rural Tourism Cluster


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RFCD Conference @ Arthur Lok Jack GSB - November 2011

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RFCD 2011: América María Walteros López: Tumbaga Initiative - Rural Tourism Cluster

  1. 1. Tumbaga Initiative • Cluster development • Tourism in Quindío: trends and Agenda implications • Action lines
  2. 2. Tumbaga Initiative • Cluster development • Tourism in Quindío: trends and Agenda implications • Action lines
  3. 3. Cluster Development What made the difference?: Integration Competitiveness Regional Program Competitiveness Regional Committee Public Administration Private Sector (Government) (Chamber of Commerce, Universities, Companies, others) Reflection Process From “Market Segmentation” to “Strategic Segmentation” Development of Competitiveness Reinforcement Initiatives (CRI) = Effective Cluster Development
  4. 4. Cluster Development Cluster prioritization: Screening • Rural Tourism • Specialty Coffees CRI • Furniture • LeatherFrom the universe of clusters identified, it was decided to begin with Rural Tourism, and after this first pilot, work with the others.
  5. 5. How does CRI work? To reinforce the competitiveness of the rural tourism cluster in Quindío, Colombia Business Strategy Cluster Environment To ensure that each participant To benefit and stimulate the achieves his/her goals which innovation and companies’involve innovation that improves development. continuously in order to satisfy the costumers’ needs.
  6. 6. How does CRI work? To reinforce the competitiveness of the rural tourism cluster in Quindío, Colombia Ideal Favorable Business Strategy Environment Success
  7. 7. CRI: Work phases and main activities 6 months Identifying Leading Launching challenges the strategy the actions 1st presentation 2nd presentation 3rd presentation December 2nd/10 February 17th/11 April 28th/11  Strategic analysis of the sector Work groups Document analysis and previous Strategic reflection of the group  Virtual Platformprojects.  Interviews with sophisticated national  Experiential activities A data base which contains about 700 buyers such as Aviatur and Colombia.travel  Interviews with institutions orcontacts.  Reference trip specialized companies Around 30 interviews were done with 2 countries (France and Spain)  Definition of action linesdifferent institutions and companies. 11 meetings  Designation of the responsable people 1st public meeting - 92 tourist actors  2nd public meeting - 100 participants who will be executing the actions  The presentation was sent to theparticipated.  3rd public meeting participants The presentation was sent to the  The presentation was sent to theparticipants participants
  8. 8. Tumbaga Initiative • Cluster development • Tourism in Quindío: Trends and Agenda implications • Action lines
  9. 9. Trends in Tourism The travel market and tourism done through Internet increased by 17% in 2008 and by 12% in 2009. Out of all the searches done online, 61,9 % are about vacations and tourist destinations; followed by the electronic gadgets and flights – accomodation. During 2007 in the United States , 51 % of the trips were sold via Internet. In 2008 a considerable growth was projected up to 56%, reaching the 60% in 2009.¹ During 2007 in Spain, the sale of travel online billing had a growth of 40%, exceeding the 5,000 million Euros. In 2008 a 30%² growth was expected.1 PhocusWright’s “Consumer Travel Trends Survey”2 Aleyda Solís, Responsable de la red de Viajes en Internet Advantage
  10. 10. Trends in Tourism The tourist is motivated for their own experiencesWhat has changed? Where is the motivation coming from? • Nowadays, the tourist doesn´t travel To be part of To do new “to” but travels “for” something things • The tourist wants to be in charge just for a (innovation) • Doesn´t book for a tourist package moment instead he/she would rather have the experience To look for The new eagerness sensations How is it done? to learn • Research about his/her final destination To live new emotions • The tourist looks for previous experiences from others • The booking is done with short anticipation… He/she looks for a “get away trip” ExperiencesSource: Paulo Lopes – Oficina da Natureza; http://www.oficinadanatureza.pt/
  11. 11. What are experiences? Activities that involve real life moments and emotions at a destination, enhancing local, cultural, traditional and natural characteristics and the ones from its inhabitants Activities requiring the participation of the tourist that do not involve risks (no need of adrenaline) Activities are "managed" through people. People vs. infrastructure People add value to the touristic products or services“ Nowadays, destinations are not as important as experiences” Luis Sanz, owner “ Molino Tresgrandas”- Spain
  12. 12. A more attractive business has been identifiedExperiential +tourism Messy information Weak strategy Little use of technologies Standardized supply for Tourism in Infrastructure vs. H. R. Current positioning Generic promotion of the Tourism cluster Quindío Little loyalty (season trips) in QuindíoGenerictourism - - Supply of products and services +
  13. 13. A more attractive business has been identifiedExperiential +tourism Development of a Personalized and experiential touristic supply Current positioning of the Tourism cluster in QuindíoGenerictourism - - Supply of products and services +
  14. 14. A more attractive business has been identifiedExperiential +tourism Development of a Personalized and experiential touristic supply Virtual platform Experiential Customized trip Experiential activities H.R. vs. Infrastructure Destination Customized promotion Loyalty (visits all year round)Generictourism - - Supply of products and services +
  15. 15. How is it possible to compete in this business? Accomodation Reservation Post trip Transport Transport SearchQuindío Generic activities Accomodation Cluster Reservation Post trip Transport Transport environment SearchIdeal dynamization Experiences learning process
  16. 16. How is it possible to compete in this business? Accomodation resesrvation Transport Post trip Transport SearchQuindío Generic activities Desarrollo de Development of Ventana Unica Ventana Unica ica Experiential (virtual platform) (Virtual Platform) activities accomodation Cluster Reservation Transport Post trip Transport environment searchIdeal dynamization Experiences Before the trip During the trip After the trip Aprendizaje
  17. 17. Tumbaga InitiativeAreas to be improvedWork groups Group 1 virtual platform (Ventana Unica ) Group 2 Experiential activities (actividades experienciales)
  18. 18. Participants in the work groupsVirtual platform y experiential activities – Juan José Mejía, Territorio Aventura – Juan José Mejía, Territorio Aventura – Carlos López, Parque del Café – Carlos Giraldo, Panaca – Carlos Giraldo, Panaca – Yolanda Londoño, Finca San Diego – Carlos A. Rodríguez, El Andariego – Luz Ángela Jaramillo, Restaurante Bosques de – Javier Mejía, Parquesoft Cocora – Orlando Marín, Hotel Karlaka – Yormary Jaramillo, Finca Villa Paulina – Wilson Beltrán, Hotel Karlaka – Vicente Guarín, Finca Hotel Cielito Lindo – Jorge Gutiérrez, Turismoquindio.com – Luis Darío Orozco, Recuca – Cecilia Peña, Linatours – José Fernando Granada, Hotel Villa Juliana – Olga Cruz, Aviatur – Héctor Londoño, Turismo Rural Palermo – Clara Inés Mejía, Aviatur – Juan Gabriel Gómez, Cabalgatas VIP – Armando Rodríguez, Secretaría de Planeación y – Paula Salazar, Ecoparque Peñas Blancas Planificación del Quindío – Diana Salazar, Ecoparque Peñas Blancas – María Nelly Aponte, Secretaría de Turismo del – Luz. P. Guevara, Hostal Portal del Samán Quindío – Sonia Betancourt, El Carrriel – Francisco Jairo Ramírez, EAM – Marco Rojas, Diverfly – Carmenza Quintero, SENA – Lorena Bernal, Hacienda Combia – Sergio Quintero, Finca Carmen del Pinar – Martha Muñetón, Casa de Yaro – María Claudia Campo, Ruta del Café – Cámara de Comercio – Kelvin Fail, Culturacafé – América Walteros, EAM – Gloria Inés, Secretaría de Turismo del Quindío – Sandra Sánchez, FDQ – Carlos Fabio Álvarez, Comisión Regional de Competitividad
  19. 19. Tumbaga Initiative • Cluster development • Tourism in Quindío: Trends and Agenda implications • Action lines
  20. 20. Action Lines Quindío s Touristic Virtual platform Virtual Platform Training in Internet abilities (Ventana Única) and IT s Business Network for Companies 21 Business Chats Experiential Activities Training in Innovation for the (Actividades experienciales) touristic cluster Prize for the Best Experiential Activity
  21. 21. Action Lines Virtual Touristic Platform for QuindíoObjective:To have a tool that integrates all the touristic supply in the departmentof Quindío (activities + accomodation) in order to facilitate theinformation and booking process from the tourists to our region, and torespond to the requirements of this new business. 22  Tourists do their trip booking process with little anticipation and mainly through Internet.  This platform will allow tourists to design their own trip, from long distances and in real time. (customized trip)  The actors will take advantage of the information given by the users (no intermediaries) to respond to their demands efficiently
  22. 22. Action Lines Training in Computer Programs and Internet • Objective: To develop training programs in IT s so that the entrepreneurs from the touristic cluster get familiarized with the use of internet and computer programs.  To develop training courses to the extent and necessity of the entrepreneur  To promote the use of new technologies to ease desicion making  To teach the entrepreneurs about IT´s enabling them to compete effectively in an increasing virtual market place and keep them up -to -date
  23. 23. Action Lines Business Network for Companies • Objective: To create a web site that allows the generation of synergies among entrepreneurs from the touristic cluster with the aim to potentialize new business deals. Advantages:  Entrepreneurs from the sector will be known  The creation of new deals will be easier  Cooperation from everyone will diminish the need of having intermediaries  Virtual place to communicate information related to events, tendencies and business opportunities (link between government entities and private companies) In this virtual place the companies get to know each other, do business and the public and private entities get coordinated.
  24. 24. Action Lines Business Chats • Objective: To exchange experiences from businessman to businessman that will awaken the creativity and innovation in the tourist actors.  To encourage business ambition.  To make evident that innovation doesn´t necessarily require a large investment of money.  To motivate businessmen in the development of experiential activities based on personal experiences which give value to the people and their cultural/traditional and natural characteristics.
  25. 25. Action Lines Training in Innovation • Objective: To train the touristic cluster entrepreneurs in innovation and in the creation of touristic experiences  To provide entrepreneurs with theoretical and practical tools that will enable them to develop unique and different experiences.  To evidence how to take advange of the cluster environment.  To generate skills within entrepreneurs to lessen seasonality. Practical training in which entrepreneurs learn by developing real life projects
  26. 26. Action Lines Prize for the best experiential activity • Objective: To motivate the touristic cluster entrepreneurs to the creation, development and diffusion of experiential activities.  To let our customers know that we are designing experiential activities as a complement of the touristic supply  To acknowledge the entrepreneurs’ effort to compete in this new business  To encourage entrepreneurs to change from generic tourism to an experiential one. To structure an experiential touristic supply in the department of Quindío, thanks to the appropriate supporting programs established by the government entities.
  27. 27. For further information you can visit our website: www.iniciativatumbaga.com
  28. 28. Thank you for your attention América María Walteros López Tumbaga Initiative – Cluster Manager Cellphone: +57 (312) 834 33 35 iniciativatumbaga@gmail.com americawalteros2010@gmail.com